Tropicana Nov-Dec 2020 #133 The Festive Issue

“Oxwhite has
made looking and
feeling good more
realistic for the
average Malaysian,
regardless of his
wallet size!”
lucky that we had expanded our products and increased
our inventory size before Chinese New Year with the
expectation that factories in China will be closed for a
month. As such, even though shipment from factories
all over Asia were affected due to border closures, we
still had a good inventory size to keep the business
going during MCO and the months after.”
As people familiar with Oxwhite knows, the
Supima cotton dress shirt is the brand’s hero product.
“In a new normal where people were staying at home
most of the time, there is little to no reason to buy dress
shirts,” says Chang. “Our team was quick to realise this
and responded swiftly. We started ramping up on the
promotion of stay-at-home essential products such as
T-shirts, polo shirts, inner wear and bamboo towels.
This quick action helped us. As such, our business
actually increased threefold during the MCO!”
Biggest Lessons Learnt
“Our customers are a big part of Oxwhite’s success
story. We have an average returning customer rate of
48%. If there is anything I learnt from the pandemic
is that our engaged customers are the engine that kept
the business going during the tough times. We have
a community of over 23,000 fans and a social media
following of over 120,000 people.”
“As the founder, I personally would engage with
the community to have a good sense of what they want
and their lifestyle needs. These insights gathered are key
decision factors when it comes to product development
and new launches.” In terms of how he has adapted
to the new normal, Chang replies: “Personally, I have
become more health conscious and want to ensure that
my team and family are well taken care of.”
Boyfriend shirt for women
93 NOVEMBER/DECEMBER 2020 | TM